2018年Q3全球旅游趋势报告.pdf

Issue 3 2018GLOBAL TRAVELInsightsInside This IssueProfiles of the heaviest travel planners for this quarterRegions focused on solo travel searches vs group travel searchesKey takeaways to help boost your travel marketing effortsTable of Contents3. Global Travel Trends4. North America Travel Trends9. Latin America Travel Trends 14. Europe Travel Trends 19. Middle East and Africa Travel Trends 24. Asia-Pacific Travel Trends 29. Glossary and Methodology With more than a decade of expertise analyzing the complete traveler path to purchase, Sojern drives travelers from dream to destination. The company recently celebrated delivering $13B in direct bookings for its clients by activating branding and performance advertising on the Sojern Traveler Platform.Each quarter, Sojern analyzes travel behavior in North America, Latin America, Europe, the Middle East and Africa, and Asia-Pacific to reveal shifting consumer preferences and offer insights to help marketers drive bookings and build brand loyalty with ever-increasing precision.Interested in working with Sojern to reach, engage, and convert travel audiences? Connect with us today.GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 2 SOJERN / CONTACT USJuneMayAprilSEARCHED BOOKEDShare of Q2 2018 Search and Booking Volumes by Month34%35%35%36%31%30%Top Countries Searched and BookedFranceGermanyGreeceItalyMexicoNetherlandsPortugalSpainSwitzerlandThailandUnited KingdomUnited StatesSEARCHED BOOKED BOTHGlobal Travel TrendsWhat were the outbound global trends for the quarter?GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 3 SOJERN / CONTACT US4 SOJERN / SOLUTIONSSOJERNLooking BackWe looked at travel planning for the region during April, May, and June to see travel search behavior as travelers ended the school year and prepared for the summer. Highlights include: 80% of North American travelers searched for trips of seven days or lessenjoying short trips for the first of summer holidays. 51% of travel searches were done at least one month in advanceNorth American travelers were early planners in Q2. 28% of Q2 travel searches came from mobilehighlighting an opportunity for travel marketers to get in front of planners on their mobile devices.Looking ForwardAs Summer vacation heats up, travelers are focused on planning trips with their family and friends. To see how travel is shaping up for Q3 2018, we looked at searches for July, August, and September. Highlights include: One in three travel searches in September are for groups of twohighlighting an opportunity for marketers to target couples-based activities. 82% of short haul travelers are searching for trips of seven days or lesstravelers are looking to enjoy short trips as we move into the fall.North America Travel Trends Looking Back and Forward for the Whole PictureGLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 CONTACT USNorth AmericaWhat were the outbound search trends for AprilJune?Device Usage Top 5 DestinationsMiamiNew York CityLas VegasChicagoLos AngelesSearches on MobileParty SizeLead TimeTrip Duration1 TRAVELER2 TRAVELERS3+ TRAVELERS28% 0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS69%21%10%60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days 20%11%9%9%21%30%11%9%47% 33%GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 5 SOJERN / CONTACT USNorth AmericaWhat are the search trends for JulySeptember?0%20%40%60%80%100%0%20%40%60%80%100%Party SizeTrip Duration3+ Travelers2 Travelers1 Traveler0.00.812+ Days8 to 11 Days4 to 7 Days0 to 3 Days12%15%24%27%9%18%8%29%38% 38%64%58%44%15%MiamiNew York CityLas VegasChicagoLos AngelesCancunLondonMontego BayPunta CanaSan JuanTop 5 Destinations SHORT HAUL LONG HAULSHORT HAUL LONG HAULSHORT HAUL LONG HAULGLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 6 SOJERN / CONTACT USNorth AmericaWhat are the search trends for JulySeptember?Share of Weekday Travel Departures SHORT HAUL LONG HAUL0%5%10%15%20%SaturdayFridayThursdayWednesdayTuesdayMondaySunday12%13%11%13%12%12%13%14%15%19%16%14%20%16%Share of Weekday Searches0%5%10%15%20%SaturdayFridayThursdayWednesdayTuesdayMondaySunday11%12%15% 15%11%17%16%17%16%15% 15%12%14% 14%SHORT HAUL LONG HAULGLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 7 SOJERN / CONTACT USAs Fall approaches, North American travelers are looking for quick getaways within the regionwith 44% looking for trips of 3 days or less and 38% for trips of 4-7 days during the month of September. One in three travelers are also looking to travel with one other person, regardless if they are traveling in region or outside of the region. September is the perfect time for travel marketers to target couples who are looking for a romantic getaway or a fun trip with a friend.Key Takeaways With travelers looking for couple-based trips in September, travel marketers can draw a direct line from them searching to booking by combining search marketing tactics and hyper-personalized ads targeted in real-time. This ensures travelers will become aware of your offerings at the precise moment theyre planning.One success story is Boone Tavern Hotel, who partnered with Sojern to increase their direct bookings. With RevDirect, Sojerns commission-based online advertising offering that influences travelers to book direct, the hotel drove over $40K in incremental bookings, they also helped increase Boone Tavern Hotels ADR and overall RevPar.Party Size1 TRAVELER 2 TRAVELERS 3 TRAVELERSLong HaulShort Haul 9%32%59%6%33%61%0%10%20%30%40%50%12+ Days8 to 11 Days4 to 7 Days0 to 3 Days27%38%37%11%23%44%13%Trip Duration SearchedSHORT HAUL LONG HAUL8%North America Spotlight September Travel TrendsGLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 8 SOJERN / CONTACT USLooking BackAs the region prepared for holiday demand in the North and colder weather in the South, we looked at travel planning for the region during April, May, and June. Highlights include: Latin American travelers were heavy planners42% searched at least two months in advance of their travel. 53% of Latin Americans searched for trips with durations longer than a weekrepresenting the highest share across the region. Looking ForwardTo see how travel is shaping up for Q3 2018, we looked at searches for July, August, and September. Highlights include: Many Latin Americans are searching for trips over 12 dayswith 35% of searches being for short haul trips and 49% of searches for long haul trips over 12 days as Summer draws to an end. Summer holidays are the perfect time to travel with friends and familytwo out of five Latin Americans are searching for group travel.Latin America Travel Trends Looking Back and Forward for the Whole PictureGLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 9 SOJERN / CONTACT USLatin AmericaWhat were the outbound search trends for AprilJune?Device Usage Top 5 DestinationsMiamiNew York CityLisbonOrlandoMadridSearches on MobileParty SizeLead TimeTrip Duration67%19%14%1 TRAVELER2 TRAVELERS3+ TRAVELERS36% 0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS14% 39%23%24%60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days 15%9%8%7%19%42%GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 10 SOJERN / CONTACT US